Intel’s newly launched Intel Business Exchange (that’s Intel BX to you) hopes to bring ISVs and system builders together in solution sale mode.

“We’re looking to make sure that ISVs who’ve enabled on our infrastructure have a path to market. We want to make sure their software is written for our architecture and match make them with our channel,” said Peter Elmgren, managing director of Intel Business Exchange.

The thrust is to make sure new software takes full advantage of the various threads and cores built into new Intel processors. The real, real thrust, is to help Intel move more silicon, but never mind that.

The exchange includes an online software store for the ISVs to display and sell their goods. The software will be certified by Spikesource to verify that it takes full advantage of the Intel chips and other infrastructure. (Intel announced its Certified Solutions Program in early April.)

The exchange could be a good way for smaller computer makers to differentiate themselves, said Jay Masterson, server product marketing manager for MPC.

“We’re not a Dell and this is a different way for our name to crop up. It allows us to talk about our value proposition. Hardware has become pretty commoditized even in the server realm and storage is going that way. The way to differentiate is if we can offer bundled solutions.”

“Intel’s done a good job building an ecosystem. We take part and will parcel up some of these bundled solutions. We take the Intel motherboard and chassis and add our own goodness,” he said.

It’s unclear how much VARs or solution providers will benefit from this online foray although web surfers clicking on a storage or security solution are directed to a “get a quote” page which in turn funnels them to an approved solution provider.

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